-David Ogilvy
Advertising is both a science and an art form, a complicated alchemy of logic and feeling, of creativity and cold precision. Modern day advertisers might have a fetish for buzzwords such as virality, social network sharing and trending issues, yet the instructions David Ogilvy (regarded as the father of modern advertising) left have resonance in a world where technologies are dictating consumer habits. The teachings he left continue to be true and timeless and serve as a motivation even to advertising agencies in UAE.
Communication, for Ogilvy, is the central style to advertising, from finding out what the needs of the clients are to moving their message across clearly to customers in a concise and apparent manner. Creativity is renowned and yet it should not take precedence over the information and that is promoting the product and the service. No matter how humorous a tagline is or how catchy a jingle is, if it doesn't promote, it doesn't work. This sounds true particularly in the current age where marketers turn to a quixotic combination of fancy graphics, gleaming graphics and crass wit in their advertising campaigns. Ogilvy succinctly summed up how an advertising campaign must work: "The consumer is not a moron, she is your wife. Don't lie to her. You would not tell lies to your wife. Don't tell them to mine."
If you are marketing luxury and travel products, traditional marketing campaigns might not work. With average consumer items, an advertising agency may just attract their thoughts and have the desired effect. But when you are focusing on people with sophisticated preferences, crass humor or appeals to their personality will not cut it. Besides, you are focusing your efforts on a group of people who have a certain measure of achievement and have acquired special tastes. You'd want your products or services and your brand to come across as a fabulous must-have.
To get that, you will need an advertising firm that recognizes your needs and also offers the suitable vehicle to use to deliver your message across to your target audience. You will need an agency that is technically good but expert and comfortable with using new technologies to generate messages that are well-crafted and well-thought out. You'll want a firm that knows the specific troubles in marketing for your area of interest and yet has the imagination and energy to boldly take the challenge. You'll want an agency that has years of experience working across several programs but is capable of doing crafting campaigns that are sincere and interesting.
As David Ogilvy mentioned, advertising is not and shouldn't be viewed as different from the brand. A good advertising firm will help you make a commercial that will contribute to the image you try to improve for your brand.
Resources: http://www.insigniaworldwide.com/work.html- This is a company in Dubai that provides excellent advertising services.
No comments:
Post a Comment